How to Identify Website Visitors on Wix (For Home Service Businesses)

Wix makes building a website simple. Drag-and-drop editor, hundreds of templates, built-in SEO tools.

But here’s what Wix doesn’t do: tell you who’s actually visiting your site.

You can see that 300 people looked at your HVAC services page last week. What you can’t see is which homeowners those were, where they live, or how to follow up before they call your competitor.

This guide covers what Wix Analytics actually tracks, where the gaps are for home service businesses, and how to identify the anonymous visitors that standard tracking misses.

What Wix Analytics actually tracks

Wix has a solid built-in analytics dashboard. Here’s what you get:

• Traffic overview - Sessions, unique visitors, pageviews
• Traffic sources - Search, direct, social, referral, email, paid
• Behavior flow - How visitors move through your site
• Device and location - Desktop vs. mobile, geographic regions
• Sales and conversions - For Wix stores and bookings

If you’re using Wix’s built-in forms, you can also see conversion rates and form submission data.

For understanding traffic patterns, this covers the basics. You can see which pages perform, where visitors come from, and how they navigate your site.

What you don’t get: the identity of individual visitors.

The anonymous visitor problem on Wix

Your Wix site is doing its job. People are finding you, browsing your services, checking your reviews.

Then they leave.

Wix Analytics shows you that session happened. It might even show you the visitor came from a local Google search. But the homeowner who spent four minutes reading about your drain cleaning services?

They’re just “1 unique visitor” in your dashboard.

For home service businesses, this is the gap. Intent exists. The visitor was actively looking for help. But because they didn’t fill out a form or pick up the phone, they vanish into the anonymous traffic pile.

Meanwhile, they’re probably calling the next company on the list.

Why Wix’s built-in tools can’t solve this

Wix is a website builder, not a visitor identification platform.

What Wix provides:

• Aggregate traffic data
• Behavior analytics
• Form and booking tracking for known contacts
• Marketing integrations (email, social, ads)

What Wix doesn’t provide:

• Individual visitor identification
• Homeowner matching
• Physical address data
• Identity resolution for anonymous traffic

Wix can tell you how many people visited. It can’t tell you who they were.

B2B visitor ID tools don’t help either

You might come across tools like Leadfeeder or Clearbit that claim to “identify website visitors.”

These tools identify companies, not homeowners. They’re designed for B2B sales teams trying to see which businesses are researching their software.

When a homeowner visits your plumbing site from their home internet, these tools see nothing useful. There’s no company to identify. The visitor is anonymous residential traffic.

Home service businesses need homeowner identification, not company identification.

What homeowner identification looks like on Wix

Adding homeowner identification to your Wix site means:

1. Adding a lightweight tracking script (similar to Google Analytics)
2. Anonymous visitors get matched against homeowner databases
3. You receive real identities and physical addresses for high-intent visitors
4. That data integrates with your CRM or marketing tools

The homeowner who browsed your emergency plumber page at 9pm? Now you know who they are and where they live. You can send a postcard, trigger a follow-up campaign, or prioritize outreach before they find someone else.

PipelineOn handles this specifically for home service businesses. It identifies real homeowners - not LinkedIn profiles or company names - and connects website intent to actionable data.

How to set up tracking on your Wix site

Here’s a practical approach to visitor tracking for home service businesses on Wix:

1. Keep Wix Analytics active - Use the built-in dashboard for traffic trends and high-level behavior data

2. Add Google Analytics - Wix integrates easily with GA for deeper behavior insights and conversion tracking

3. Add homeowner identification - This is the layer that turns anonymous sessions into identifiable contacts

Wix supports custom code through the “Custom Code” feature in site settings. This lets you add tracking scripts just like you would on any other platform.

The numbers on Wix traffic

Let’s say your Wix site gets 800 visitors a month and converts 4% into form submissions or calls.

That’s 32 leads. Solid.

But it also means 768 visitors left without becoming contacts. Some were just browsing. But many were high-intent homeowners actively looking for services.

If homeowner identification captures even a small percentage of those… that’s potentially dozens of additional leads per month. Leads your competitors never see because they’re still waiting for form fills.

Common questions about Wix visitor tracking

Can I add third-party scripts to Wix?

Yes. Wix allows custom code injection through site settings. You can add any tracking script that works on other platforms.

What about Wix’s Visitor Analytics feature?

Wix Visitor Analytics shows aggregate behavior data. It doesn’t identify individual visitors or connect sessions to real identities.

Does this work with Wix ADI sites?

Yes. Custom code features are available across Wix site types.

Where to go next

Wix makes it easy to get online. But like most website builders, it doesn’t solve the core problem: most of your visitors leave without ever becoming leads.

Standard Wix tracking confirms this is happening. Homeowner identification lets you do something about it.

Learn more about how high-intent demand gets lost after visitors arrive - and how measuring intent and lead capture can change your results.

Explore PipelineOn features